'United's promotion will bring an immediate boost to city's tourism'

Dr Sara Ward, a leading expert in sport governance and the director of executive education at Leeds Beckett University's Carnegie School of Sport, explains how Leeds United's return to the Premier League will provide a significant boost to the city. It comes just days after thousands celebrated the promotion in a city centre-wide parade. Dr Ward's analysis comes as the Yorkshire Evening Post launches our new Promotion Effect series, a package of special reports dedicated to Leeds United's relationship with the city, supporters, residents and businesses as the club celebrates promotion back to the Premier League.

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The wait is finally over and Leeds United FC, after two seasons of trying, are back where they belong in the Premier League.

It was a welcome relief for everyone after the heartache of the playoff final last May. Promotion to the richest league in the world brings so much to the club, the city and the local communities surrounding the stadium.

The first, and most obvious one, is the financial windfall the club benefits from, where promotion can bring in around £100m+ in the first season alone, even if the team is relegated immediately.

Increased broadcasting revenue, bigger brand exposure, which attracts more lucrative sponsorship deals, and an increase in matchday revenue. Other obvious benefits for the club will be the ability to enhance their player recruitment and retention strategy, with Leeds becoming more attractive to top players and managers, whilst retaining their key players who may have left to play for a Premier League club.